Saturday Mode “Fashion Bank” is a comprehensive brand activation project which Qianyi Design carried out, from concept creation, to location design and construction, to graphic & gadgets design, communication content and activities. The design inspiration comes from the old-fashioned banks, mixed with new and trendy elements. The whole space has an open visual effect, with the purpose to attract customers coming from different directions of the shopping center. At the same time, we also created a relatively independent and “private” small space (the vault) to provide unique display area for exclusive products. One of the entrances of the store is the vault door, decorated with neon lights, which, together with other eye catching elements like the “boss boss boss” neon sign on money wallpaper backdrops, the camera-head classic statue, the money machine and the old fashioned monitors, provides an excellent place for customers to take photos and share on social media. The combination of different textures, natural marble, polished concrete and brass delivers an interesting and comfortable feeling to the space. Fluorescent pink acrylic, neon lights, and added on details like, the classic statues, retro TV monitors and mosaic tile floor, make the whole space fashionable and avant-garde.

This original and fun pop up store was designed to enhance shopping experience, to give a fun and entertaining space in which customers can feel the brand, interact with it by having fun and sharing the event on social media, therefore helping the brand doing publicity. In order to make the project more interesting we included 8 specific spots in which customers could take photos and share on social media. Apart from this, during the whole event, the customers could enjoy other activities, like being “on camera” and appear in the monitor in the shop TV displays and participate to direct streaming activities (transforming the store into a live streaming space) carried out in the fashion bank vault. The money machine was also another interesting element with double function: it could be used as simple display with a mannequin inside or customers could play and try to grab discount coupons to be used in all Saturday Mode stores.

The project was very successful and received media coverage. The brand achieved all its goals, in terms of sales and increasing brand awareness and brand interaction. Given its success, the pop up store was later repeated in other cities in China, including Shanghai and Nanjing.

1. The project challenged the previously used, traditional pop-up store model mainly built for sales purposes, shifting the aim to a more comprehensive brand image promotion, without having to sacrifice the sales, which were also happening online through scanning of QR code and through live streaming events (offline-online link). 2. A small part of this project also supported local craftsmanship: the Roman columns used in the design were created with the collaboration of artisans from Dongyang (Zhejiang province)

The project had a main project manager, whose task was to coordinate the whole team, interact with the client and understand his need. One main design leader was involved in the design creation, supported by a technical designer and a graphic designer. During the pop up event the brand cooperated with some KOL for livestreaming activities

The project is very innovative in term of creativity and customer entertainment. The project was carried out in a very short time (3 months from ideas to design, production and installation) and that was possible thanks to the prompt and clear communication with the client, a very creative and young design team and a pleasant and inspiring working environment. At the initial stage of project it was key to understand the clients needs, and actively communicate with them to jointly establish clear project goals. In the design stage, a major project leader leads and the design direction controls to ensure the consistency of the creativity. During the creative design process the whole team was constantly involved in effective communication and discussion, whether it was the overall design or small details, whether it was the space design and graphic design, whether it was the marketing plan or the interactive experiences. In the construction stage, cost and quality are balanced with a spot on choice of materials. During the production of furniture, we worked closely with the the factory and the technical personnel to control all the details in the design. Before the installation, we sorted out the process in advance, anticipating possible problems and making preparations accordingly.

The overall project took 3 months from design to delivery and cost around 170,000 RMB for production and installation.

During the event, this pop-up store not only helped the brand successfully achieve its expected sales target, but also gained recognition from the venue and actively promoted the brand's local image. It has also received extensive attention and coverage on several major social media platforms and magazines like Cosmo Style, Vogue, Rayli, as well as by Chinese KOL. As of October 30 2018, the total number of interactions exceeded: 3,020,000 + times, among which Toutiao readings: 1,030,000 +; video visualizations: 44,000 +; Weibo KOL has posted a total of 4 posts, the total amount of interaction (reading + forwarding + comments + likes) totals: 1,820,000 +; a total of 11 articles were published by mainstream online media. KOLs also released 2 Tik Tok videos and the livestreaming on Taobao was followed by: 23,530, obtaining 21,842 likes. LINKS: http://www.cosmostyle.com.cn/Trends/20181026/61955447.html https://www.toutiao.com/i6617618309200216584/?tt_from=copy_link&utm_campaign=client_share&timestamp=1540787712&app=news_article&utm_source=copy_link&iid=46599952910&utm_medium=toutiao_ios&group_id=6617618309200216584 http://fashion.rayli.com.cn/wenzhangku/2018-10-29/635911.shtml